What to do if your business' name is linked to something negative

Despite initial fears at Prism Skylabs that the company would suffer from the negative publicity created by the National Security Agency's unrelated Prism program, cooler heads prevailed and the company decided against a name change. Experts agree the company probably made the right choice. "I think in most cases, and especially with small businesses, it's less about your name and more about your product, your clients, your overall brand reputation and all the things you do behind the name," said David Gorodetski, chief operating officer at Sage Communications.

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